Marketing Therapy

with Mike Connor

I was pleased and honored to be interviewed by Rob Norman, who along with his wife, Liza, recently established a terrific resource for school marketers worldwide, InspirED. I was Rob's guest on his latest "Sparkcast," where we discussed the role of faculty in private school marketing.

In this consumer-driven economy, it’s important that trustees recognize their ambassadorial role and have objective data about the quality of their school’s product (teaching and learning). How do the audiences their school serves experience and perceive its value? In addition, they need to ensure that they have a clear view of enrollment feasibility and forecasts. Such data will inform the very decisions that will determine whether the school they hold “in trust” will thrive for future generations.

Connor Associates Strategic Services, LLC (CA) has been retained to conduct Enrollment Feasibility and Five-Year Forecasting Research for Georgetown Day School, an independent, coeducational, private day school serving students from PK through 12th grade in Washington, DC.

Connor Associates Strategic Services, LLC (CA) has been retained to conduct Enrollment Feasibility and Five-Year Forecasting Research for King’s Ridge Christian School, an independent, coeducational, private day school in Alpharetta, Georgia.

Connor Associates Strategic Services has been retained to conduct Enrollment Feasibility and Five-Year Forecasting Research for Saint Thomas' Episcopal School (STE), a private, Pre-Kindergarten through 12th grade, classical, Christian school in Houston, Texas.

Let's Talk

What Clients Are Saying

You always do such a great job for our schools: glad to have you in the field!

Pat Bassett, Immediate Past President

National Association of Independent Schools

Washington, DC

Last week's ACIS Conference for Heads of Schools and Trustees was a big success! Your roundtable, keynote, and workshop helped set the tone by encouraging critical inquiry and collaboration to address the different challenges facing independent schools. Thanks for traveling to Colorado to teach and inspire our school leaders!

Lee Quinby, Executive Director

Association of Colorado Independent Schools

Boulder

Our process with Connor Associates has been intensive and has truly had an impact on our organization as a whole – well beyond marketing. It has strengthened leadership overall, has insured integral connections for faculty around marketing efforts, and has bolstered Board engagement. Mike and his team have absolutely lived up to his reputation. I can’t say enough about him.

The Board Retreat you led for us was fantastic! Great session with lots of engagement. We got terrific feedback from Board members and were really pleased about the points you made about their responsibilities in these competitive times.

Kristine Hyde, Board Chair

St. Michael's Episcopal Day School

Sacramento

Mike Connor's presentation from start to finish was excellent. Having our Head, Board Chair, and lead teachers with us was helpful so they could see their role in supporting admissions.

Attendee,

ADVIS Workshop: Exceeding Expectations in Enrollment Management

Philadelphia, PA

Your ADVIS presentation provided us with a valuable review and many new ideas. My mantra around the Advancement team is now, "So What"?

You also made quite an impact on the 200+ attendees. Several colleagues asked me, "Is he expensive?" My reply - "Cost is not the issue; you can't afford not to work with Mike"!

Lynn Gonzalez, Director of Marketing and Communications

Benchmark School

Media, PA

I wanted to thank you for your help with the Enrollment Feasibility and Five-Year Forecast study. I look back at the study several times and I really do value the information that you provided. It is influencing our decision making and our marketing.

Christie Holman, Chief Financial Officer

The Walker School

Marietta, GA

Mike, You have written sensitively and masterfully on issues that touch us all. Thank you for bringing Matt's story and these important ideas and concepts to our attention. We can all gain so much through forgiveness. And tolerance is something that seems to have been forgotten by many during this election cycle. Perhaps if we make it a priority in our schools, among our children and their mentors, we will see changes in our society.

While our work has just begun, Mike and his team have been absolutely fantastic to work with. Our admission director and I have both worked with a number of consultants through our professional lives --- Mike has, by far, already exceeded expectations in so many ways.

It should be noted that Parker's unique culture has often made it a challenging environment for consultants. Thus far, all of the faculty, staff, administrators, trustees, parents, students and more were very appreciative of the opportunity to work with Mike through the beginning of this process. Most importantly, they've felt heard, understood, and acknowledged.

Gina Rodriguez, Chief Advancement Officer

Francis W. Parker School

Chicago, IL

After one year, we are over budget. I am thrilled to say applications are up, attendance at events has increased, and yes, our conversion rate is better. We have put into place all of the initiatives you recommended for both the Camp and School. All the things you set in motion are paying off.

And we LOVE the Logo, colors, admission materials and website!

Linda Latiff, Director of Admission

Benchmark School

Philadelphia, PA

We worked with Mike Connor and his team for nearly a year. He was tireless in his efforts to analyze data, offer clarification, and provide us with deeper considerations based on it. He and his associates were very organized and kept us moving forward. He made the work fun and brought a wealth of knowledge, not only delivering wonderful perspectives on our School and how it is perceived, but also offering a broader understanding of independent schools and best practices nationwide. The deliverables that we produced together have proven exceedingly useful.

Nigel Taplin and Cullen Curtiss, Head of School and Director of Admission

Rio Grande School

Santa Fe, NM

I have enjoyed reviewing your blog postings and website. I shared links to some of the content with various members of our school staff, including teachers whose classrooms I have recently interrupted with visitors. I received a very positive response and further expressions of gratitude. Teachers were thanking me for allowing them to explain their classroom procedures and teaching philosophies! I believe I can now be considered a "follower," so please keep me posted!

Raymond Whitney, Director of Admission

Chang Mai International School

Thailand

Connor's Predictive Modeling and Five Year Enrollment Forecasting was a really interesting webinar with the first solid method of forecasting in a long time. We are actually using geo-targeting in our ad campaigns. This connection to predicting and massaging enrollment using this technique has given us some new ideas.

Dianne E. Fowler, Director of Admission

St. James School

MD

I was impressed with your session as you brought to light how important it is to engage all the constituencies of a school to support congruence -- and thus strong, solid marketing. Your session was inspiring and I return to my school ready to connect, ask questions and celebrate why ISY is a great school.

Sarah Pritchard, Director of Development

International School Yangon

Yangon, Myanmar

Thanks for a great session! I learned a huge amount and have many ideas to take back to our school. I appreciated the interactive style and the enjoyable atmosphere that you fostered throughout the day.

David Bedford, Principal

Zhongshi International School

Weihai, China

I greatly appreciated ISACS offering a workshop on the topic of Enrollment Management. This is a topic of great interest to so many, and it was nice to gather together to share, learn, and network. I appreciated all of Mike's ideas, as well as having the opportunity to share and learn from others.

Excellent. Great speaker, concrete ideas to take back, strong knowledge of content areas, warm and engaging.

Workshop Attendee: Exceeding Expectations in Enrollment Management,

ISACS

Chicago, IL

I thought he was incredible. I loved that he has worked at several independent schools and has held so many different roles. It gave him such credibility.

Workshop Attendee: Exceeding Expectations in Enrollment Management,

ISACS

Chicago, IL

The best takeaways were seeing teachers as the quintessential marketers, and opportunities both in Advancement and on the Board.

Workshop Attendee: It's What's Inside That Counts!,

SSATB Annual Conference

Las Vegas, NV

Great information that was structured in a way that made sense and pointed to the way to build teams. Mike is very engaging.

Workshop Attendee: It's What's Inside That Counts!,

SSATB Annual Conference

Las Vegas, NV

Mike is a treasure. Always insightful and reassuring.

Workshop Attendee: It's What's Inside That Counts!,

SSATB Annual Conference

Las Vegas, NV

Connor Associates' research was particularly helpful in gaining data on who we are and why we matter. We used the internal and external Image Audit and Alumni Survey to understand how our internal and external audience viewed us and to improve our connections in the community and raise our visibility. From this research, they helped us update our mission and values that lead to developing a tagline and brand platform statement. We now have greater cohesion internally for our overall school message.

Josh Stern, Head of School

St. Paul's Episcopal School

Oakland, CA

Mike Connor is a transformational leader.

Gretchen B. Lurie, Director of Admission

Chandler School

Pasadena, CA

You are such an amazing and generous resource!

Cullen Curtis, Director of Admission

Rio Grande School

Santa Fe, NM

Mike's work took us from internal and external image audits all the way through to strategic planning. Everyone remembers the work with Mike as a pivotal time for the School.

Pam Jordan, Former Head of School

Chicago Academy for the Arts

Chicago, IL

Mike is engaging and his work made a big difference for us. He has respect for his clients and he delivers. He synthesizes information well, is very open, creates a vision, and holds people accountable to outcomes. A great listener...not arrogant!

Arlene Hogan, Head of School

Bentley School

Berkeley and Lafayette, CA

Mike changed our paradigm. He is thorough with market research, then got everyone involved in marketing the School. Enrollment has increased every year. Mike is savvy, confident, relates well to Board and faculty, understands independent school culture, and is a man of integrity and strong values.

Harry McKay, Former Head of School

St. Andrew's Episcopal Day School

Saratoga, CA

It was a pleasure to work with you this past year. Having announced my retirement at the end of 2016, you arrived at a time of big transitions for our school. That said, you still launched in with both feet to do the work we asked, and provided the focus to keep us unified around the all-important topics of marketing and enrollment.

Your data collection process was comprehensive, inclusive and extensive. The quality of the data was deep and wide, and the quantity vast. I personally enjoyed your no-nonsense approach and candid assessments. You delivered your findings with thoughtful analysis and with nothing held back – “straight up and neat” to use your own words!

And, the entire process was engaging, informative and even fun. You have invited me to keep you posted on our progress and I believe you truly will remain engaged with us beyond the scope of our agreement.

On behalf of all of us here at ‘Iolani School in Hawaii, thank you for such a sweeping and detailed market research report. It was a pleasure working with you! Your team provided us with depth and insight and we are energized by the information and the possibilities. The School will be better off as a result and we are so thankful we were able to work with Connor Associates on this important project to inform our next Strategic Plan.

One of the best sessions I've attended on communicating our value to our community.

Bill Miller, Head of School

The Seven Hills School

Walnut Creek, CA

Thorough. Professional. Engaging. Worth it!

Dexter Morse, Former Head of School

Worcester Academy

Worcester, MA

You create opportunities to make a difference in the lives of children through your work with the schools they attend.

Kolia O'Connor, Head of School

Sewickley Academy

Pittsburgh, PA

We are very fortunate to count you as a trusted advisor, educational expert, and friend.

Dianne K. Dessler, Headmaster

Brownell-Talbot School

Omaha, NB

Mike did a first class job of showing why everyone in the school has a responsibility for enrollment and retention.

Attendee, Business Officer

2015 MISBO - FISBO Conference Keynote Address

Boca Raton, FL

The session was outstanding and speaks to the issue many independent schools have: How to "know" yourself and your market well enough to make your dollars count. A great way to teach schools how to use data effectively.

Mike shared valuable insight, was well spoken, and I came away with practical information. Home run!

Attendee, Chief Financial Officer

2015 MISBO - FISBO Conference Keynote Address

Boca Raton, FL

Last Friday's Brand Launch "Indoor Picnic" was a fabulous success! With your guidance we involved the entire staff and student body in a wonderfully positive introduction to our new colors and logo.

All in all, Benchmark is on a high thanks to all your creativity, insight, hard work and, dare I say, brilliance! Thank you from the bottom of my heart for this rebirth! Warmest good wishes and appreciation!

Lynn Gonzalez, Director of Marketing and Communications

Benchmark School

Media, Pennsylvania

The truth can be a bitch! Only a few have the guts to really serve it up. Thanks for doing that. Great stuff!

Anonymous Board Member,

Independent School in the USA

USA

You and Liz have provided us with tremendous guidance regarding how to move our School forward and you have helped us come an incredible distance since we first began working together a year ago. I can't thank you enough for all that you have done. I hope that we will continue to stay in touch and work together some time in the future. I know that you will continue have an abundance of ideas to help us grow.

Robb Gaskins, Head of School

Benchmark School

Philadelphia, PA

Liz Cherry’s (Connor Associate’s Creative Director and Brand Strategist) creative work for us is stunning. Everything I have seen is brilliantly designed, visually appealing, and rich in content. She has created outstanding options for us. It’s a great pleasure to work with Liz and Connor Associates. They are truly amazing!

Robb Gaskins, Head of School

Benchmark School

Philadelphia, PA

What a treat it was to see you in Kota Kinabalu! I am so grateful that you have shared your wealth of knowledge with the EARCOS Admissions folks. I know I speak for many when I say that your sessions were truly inspiring, thought-provoking, and energizing! I have brought so much back to my School!

Julia Love, Director of Admissions

International School of Kuala Lumpur

Kuala Lumpur, Malaysia

The Strategic Planning Retreat was fantastic. You did a wonderful job of structuring the two days so that everyone was meaningfully engaged, we got a lot accomplished, you brought the group together, and you generated excitement about where we are going. Thank you so much.

Dr. Robb Gaskins and Beth Goodhart, Head of School and Trustee

Benchmark School

Philadelphia, PA

Thank you so much for your time and effort -- it was great to start off this season’s first AISAP webinar with such a bang! Your webinar was received with great enthusiasm and interest and all those involved gained an immense amount of knowledge. Each attendee was extremely excited about receiving your slides and the webinar recording. The gift that keeps on giving! The best part is that this was just part 1 and there are more to come!

Whitaker Hagerman, Program Coordinator

Association of Independent School Admission Professionals AISAP

United States

All our qualitative feedback tells us that we’re on the right track—that our story is reaching the right audiences and that what we say about our school reflects the day to day reality. Data in general, and specifically Connor Associates' predictive modeling and forecasting services, have helped Flintridge Prep to confirm our strengths and prepare for the future. Thank you so much, Mike, for your work on behalf of our School.

Peter Bachmann and Nicole Trevor, Headmaster and Director of Communications

Flintridge Preparatory School

La Canada - Flintridge, CA

Mike, I cannot thank you sufficiently for the excellence of your presentations and teamwork during our Recruitment and Retention conference in Chicago. Your devotion to sharing your tools and techniques and enriching the learning of our participants is truly exemplary. Thank you so much for being part of our team.

Harry Bloom, MBA, Strategy Officer

Partnership for Excellence in Jewish Education

Boston, MA

I am excited about where we are going. You have done a superb job of identifying our strengths and weaknesses and focusing on the actions we need to take to become a stronger and more visible institution. The new logo, tagline, materials, texts, and concepts are all exceptional, too. Thank you for all of your hard work for Benchmark School.

Robb Gaskins, Head of School

Benchmark School

Media, PA

Love your posts and blogs! Great information that I share regularly with our Lower School faculty.

Khadija Fredericks, Director of Lower School

St. Paul's Episcopal School

Oakland, CA

Mike - I wanted to let you know how appreciative I am that you provide access to your videos, writings, experience, and wisdom. As I prepare a presentation for my faculty, it is helpful to reference several sources who are all promoting the same research and approach to enrollment management. Connor Associates has become a "go-to" website for me.

Cindy Weir, Director of Enrollment Management

Seacrest Country Day School

Naples, FL

You really helped us hone our messages and think about what our audiences need to understand about the School. We still reference many of the findings in your report…You really helped us focus our efforts. Many thanks!

Catha Smith, Director of Admission

York School

Monterey, CA

You were a great help in helping us see the value of change. We now have about 4,300 students and are looking to grow another 10% by fall 2013. Update 2013: Hope all is well--just surpassed 4,725 students! Thanks for all your help.

Tom Tafoya, Vice President

Visions in Education Charter School

Sacramento, CA

I'm glad you noted the "confidence" expressed in York being York. We love our school culture, and with your help, we're getting better at marketing it!

Chuck Harmon, Head of School

York School

Monterey, CA

Mike and his staff were professional, thorough, and efficient in all of their work for our school. The research, data, feedback and guidance they provided have supported me through a leadership transition and have given our administrative team productive avenues to consider as we plan for the future. I enjoyed collaborating with Mike and am confident that the work his firm completed for us will enhance our messaging and marketing efforts and lead to the institutional growth and improvement we seek. We look forward to working with Mike again in the near future.

George Moore, Head of School

Dawson School

CO

Connor Associates conducted an Image Audit with community leaders and referrers here in Southern California. He and his team were professional, timely, and insightful -- they provided us with the thorough detail and recommendations we needed to move our community efforts and relationships forward in a meaningful way. We highly recommend them and the fine work they do!

John O'Brien, Head of School

St. Mary's School

Aliso Viejo, CA

You are a gifted presenter and expert and truly one of the best we've had in years for any program! Thanks again, Mike, for your generosity of time and talent.

Kimberley Failon, Director of Professional Development

Virginia Association of Independent Schools

Richmond, VA

I arrived at school the next day brimming with new ideas, strategies, and clarity. Very dynamic, practical, information-packed, research-based and inspiring!

Attendee at VAIS workshop, "Getting Everyone Aligned",

Virginia Association of Independent Schools

Richmond, VA

Mike gives you new ways of looking at things and his insights provide a fresh perspective on marketing, rather than a rehash of basic principles.

Joanna C. Schilling, Director of Communications and Marketing

St. Margaret's School

VA

I served on virtually every Board standing committee and was President of our Board of Trustees for two years, but it wasn't until I digested the results of Connor Associates' Internal and External Image Audits and his Alumni Survey that I came to truly understand the core issues facing our Board and Administration.

Bill Kershaw, Former Board Chair

St. Michael's Episcopal Day School

Sacramento, CA

Mike's work with us was quite substantial and complete. We're becoming more strategic with our marketing. He conducted an internal Assessment and external Image Audit. He's completed a board retreat on their role in marketing, as well as helping faculty become effective marketers. This fall he'll oversee a branding makeover.

Aside from the work that Mike does, personally he is a class act. He his very polished and likable and has become a friend to our school board and administration.

Cathy Fobes, Board Chair

St. Michael's Episcopal Day School

Sacramento, CA

For 2013 -14, we budgeted for 630 but expect 680 by opening day and still have FA available. Be proud of how you got the ball rolling in the right direction for Bentley!

Arlene Hogan, Head of School

Bentley School

Oakland / Lafayette, CA

He does excellent work, has a great manner, and understands each of his client school's culture and needs.

Mimi Baer, Mimi Baer Consulting

Former Executive Director

California Association of Independent Schools

Mike is honest, innovative, and energetic. He trained and inspired me as a new Admission Director. His advice led to gains in both enrollment and retention.